Bridging analytics and narrative: A pedagogical framework for data storytelling in marketing education

Employers consistently identify the ability to communicate analytic insights persuasively as a critical workplace competency, yet marketing education has largely emphasized technical analysis over narrative fluency. This paper introduces a pedagogical framework for integrating data storytelling into MBA-level Marketing Analytics courses, designed to equip students with the ability to translate quantitative results into actionable, audience-centered insights. Grounded in narrative theory, experiential learning, and data visualization research, the framework scaffolds learning across four layers: data, analysis, ideation, and communication. Within the classroom, the framework fosters student competencies in interpretation, creativity, strategic persuasion, and managerial communication. By addressing the “last mile” challenge of analytics education, this framework advances the scholarship of teaching and learning (SoTL) in marketing by offering a structured, replicable approach that prepares students to bridge technical proficiency with persuasive storytelling.